Herbert J. Malone, Jr., President/CEO

Transcription

1 Herbert J. Malone, Jr., President/CEO Gulf Shores & Orange Beach Tourism

2 Our Mission The mission i of Gulf Shores & Orange Beach Tourism is to market the Alabama Gulf Coast as a destination, thus enhancing the area s economy and quality of life for all residents.

3 Our Mission Marketing Leadership Product Service MarketingM k Guests Cities i Infrastructure Services Facilities

4 In the News

5 In the News

6 So Many Issues... Shoreline Protection Vessels of Opportunity Clean up Claims Marketing

7 Role of the DMO Shoreline Protection Vessels of Opportunity Clean up Claims Marketing

8 Tourism s Impact in million guests $2.3 billion in visitor spending 40,000+ travel related jobs $915 million in wages and salary

9 Lodging Rentals & Market Share 2009 $1.1Billion % Loss from 2008 Baldwin Gulf Shores Bay Orange Beach Panama City $280 M 0.2 $227M % 20.0% Okaloosa Walton Santa Rosa Fort Walton Sandestin Escambia Navarre Destin Seaside Pensacola $22 M -1.3 $209 M -2.2 $262 M % 18.5% 23.1% 11.8% $134M -2.0 Source: Center for Business and Economic Development, Auburn University Haas Center for Business Research & Economic Development

10 Summer 2010 Forecast million guests $1 7 billion in direct visitor $1.7 billion in direct visitor spending

11 Estimating Impact

12 Core Markets Alabama Birmingham Huntsville Montgomery Georgia Atlanta Louisiana Baton Rouge New Orleans Mississippi Jackson Tennessee Memphis Nashville

13 Methods Advertising Online Banners Sliding billboards Video pre-roll Newspapers Strip ads on front page 1/2 pg 4C ads Website added value Radio Spots Daily video on their websites Television i Spots Events Public Relations Onsite TV and radio remotes Press trips Travel and news interviews

14 Methods Integrated Online Marketing Website enhancements and incorporation of social networking Facebook Twitter You Tube Texting Blogging User-generated content Incentives/Inducements Events Group incentive packages Attractions & concert tickets Restaurant gift cards

15 Our Message Honest Information From Authoritative Sources

16 Television We love Lucy

17 Integrated Social Marketing

18 Daily Videos

19 Facebook

20 Facebook

21 Facebook

22 Newspaper & Radio

23 Online

24 Online

25 Incentives & Local Support Waterville The Wharf

26 Incentives & Local Support The Wharf Concert Series Montgomery Gentry Steve Miller Band Sugarland Train John Mayer

27 Concerts

28 Sports Commission Added National Championship: NAIA Men s Soccer National Championship, November 2010 & 2011 Hosted a televised fishing Championship hi event: Inshore Fishing Association Redfish Tour Championship 2010 & 2012 Hosted 15 USSSA tournaments: Generating 19,242 room nights for the area

29 Sports Commission Increased room nights & spending Increased room nights by 52% Room Nights 23,193 34,898 Room Spending $3.5 M $5.4M Add. Spending $4.1 M $6.5 M Tourism Impact $7.6 M $11.9 M

30 Research

31 Research Three waves of research examining destination image Primary geographic markets & visitor demographics Two groups: Have inquired/visited: These participants were more likely to agree with positively worded statements, particularly those that dealt with beach cleanliness. General Population: p Were more likely to agree with negatively worded statements and seemed to be much more likely to believe untrue statements about the quality of Alabama beaches.

32 Research Key Issue: Beach and water cleanliness was the most important factor for respondents. Additionally, the most frequently given messages that participants needed to hear dealt with knowing the beach and water are clean. l

33 Results Website traffic: YTD 2.7 million visitors i 46% over last year June visits ii were up 131% 441,000 visitors to thebeachfacts.com Daily Videos up to 30,000 views each

34 Results Friends, fans & followers: Facebook Fans Sept 2009 Sept ,408 31, 838 (10,270 in March) Twitter followers 3,034 5,257

35 Reality May - August 2010 vs 2009 Lodging Revenue -41.5% Retail Sales -22.9%

36 Reality

37 Lodging Revenues By County M A t May August 2010 vs % 50.0% 0% 47.8% Jackson 54.0% Mobile TOTAL -12.9% 40.0% 30.0% 0% 20.0% 19.2% Harrison 10.0% 0.0% 2.1% Hancock -10.0% -20.0% Escambia -10.4% Walton -12.3% Bay -7.4% -30.0% -40.0% Sources: Baldwin -33.2% Santa Rosa Okaloosa -24.8% -24.1% Mississippi Development Authority, Alabama Department of Tourism and Haas Center for Business Research & Economic Development

38 $30.0 Lodging Revenues By County May August 2010 vs $20.0 $18.7 Mobile TOTAL -$98.88 M $10.0 $0.0 $0.135 Hancock $6.7 Harrison $5.2 Jackson Mi illions -$10.0 -$20.0 Santa Rosa Escambia -$3.2 -$7.3 Walton -$19.8 Bay -$9.5 -$30.0 -$40.0 Okaloosa -$31.4 -$50.0 -$60.0 -$70.0 Sources: Baldwin -$58.3 Mississippi Development Authority, Alabama Department of Tourism and Haas Center for Business Research & Economic Development

39 Moving Forward Issues & Challenges Financial Physical Scientific Emotional Perception

40 Moving Forward

41 Seafood Safety "I'm eating fish and shellfish caught in the open waters of the Gulf of Mexico. There should be no doubt that Gulf seafood is free from contamination from the BP/Deepwater Horizon incident and response, and is safe to eat. Charlie Henry, Acting Director of the NOAA Gulf of Mexico Disaster Response Center

42 Seafood Safety

43 Television Snapper season

44 Television Taylor style

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47 Herbert J. Malone, Jr., President/CEO Gulf Shores & Orange Beach Tourism